Mobile Marketing Made Easy April 25, 2008 Edited by Stacy Straczynski
The mobile marketing ring to date has not been one for wary contenders. Sure, marketers know that the medium holds great potential for message delivery, but exact protocols and best practices have yet to be clearly defined. Well, marketers, your productivity won't be pinned any more as yesterday saw the release of a set of global guidelines for mobile marketers.
The Mobile Marketing Association (MMA), a global non-profit trade association focused on growing mobile marketing and its associated technologies, released its global "Mobile Advertising Guidelines." As a first for the association, the MMA anticipates the guidelines to encourage the use of mobile marketing by brands, and allow those brands to deliver their mobile advertising in a positive and consistent way to protect the customer experience. The guidelines—compiled and capitalized on from last year's publication of region-specific Mobile Advertising Guidelines for North America, Asia Pacific and Europe, the Middle East and Africa—ensure a consistent approach to mobile advertising worldwide.
"The creation of ad guidelines by the MMA ensures that the industry is taking a proactive approach to keep subscriber experience, content integrity and simplified execution as the driving forces behind all mobile advertising programs," says Laura Marriott, President of the MMA, in a press release.
The guidelines feature: improved formats around mobile Web, new principles for messaging and downloadables. A "Mobile Advertising Overview" white paper was also published to help educate those new to the mobile space. The guidelines include recommended aspect ratios and banner dimensions, maximum file sizes, file formats and other technical specifications.
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